UpdraftPlus
UpdraftPlus is a WordPress backup, restore, and migration plugin developed by UK-based TeamUpdraft. Operating on a freemium model with premium tiers from $70 to $399 annually, it serves over 3 million active WordPress sites spanning freelancers, agencies, and enterprise customers.
- Company typePrivate
- Founded2012
- HeadquartersNewport, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What UpdraftPlus does
UpdraftPlus is a WordPress backup, restore, and migration plugin developed and operated by TeamUpdraft, a privately held UK limited company (company number 8570611) founded in 2012 and headquartered at Tramshed Tech, Griffin Place, High Street, Newport, Wales. The product is built on PHP/MySQL and distributed through the WordPress.org plugin directory, where it has accumulated over 3 million active installs, 136 million cumulative downloads, more than 8,000 five-star reviews, and a top 0.03% ranking among WordPress plugins. Core technical capabilities include manual and scheduled backups, incremental backups, restore of individual files or entire sites, one-click site-to-site migration, multisite network support, WP-CLI command-line access, database encryption and GDPR/CCPA-compliant anonymisation, and integration with seven remote storage destinations: Dropbox, Google Drive, Amazon S3, Microsoft OneDrive, Microsoft Azure, Google Cloud Storage, and SFTP/SCP. Premium tiers additionally enable simultaneous backup to multiple destinations for redundancy.
The company operates a freemium, product-led business model. The free version on WordPress.org delivers the top-of-funnel, while premium subscriptions are sold directly via teamupdraft.com in USD, EUR, and GBP with country-specific VAT handling, structured into five annual tiers: Personal ($70, up to 2 sites, 1GB storage), Business ($95, up to 10 sites), Agency ($145, up to 35 sites), Enterprise ($195, unlimited sites), and Gold ($399, unlimited sites plus 50GB of UpdraftVault integrated storage and UpdraftCentral centralized management). All premium subscriptions auto-renew annually and include a 12-month update and release cycle, a 10-day money-back guarantee, and developer-delivered support. UpdraftPlus is sold horizontally to freelancers, agencies, WooCommerce store owners, bloggers, and developers, with named enterprise and government adopters including Cisco, Microsoft, Procter & Gamble, MIT, Oxford University, the UK Metropolitan Police, and the state governments of Utah and Maryland.
UpdraftPlus sits within the broader TeamUpdraft product suite, which adds WP-Optimize (site speed and database cleaning), All-In-One Security (WordPress security), UpdraftCentral (centralized multi-site management), and Burst Statistics (privacy-friendly analytics), collectively reaching over 5 million installs. Distribution is primarily organic through the WordPress.org marketplace, supplemented by content marketing, SEO, social channels (Facebook, X, LinkedIn, YouTube), WordPress.org community forums, email, and an affiliates programme. No external funding rounds, M&A activity, leadership changes, or AI/ML capabilities are disclosed in the available data.
UpdraftPlus firmographics
Firmographics- Name
- UpdraftPlus
- Legal name
- TeamUpdraft
- Website
- https://updraftplus.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- UpdraftPlus is a WordPress backup, restore, and migration plugin developed by UK-based TeamUpdraft. Operating on a freemium model with premium tiers from $70 to $399 annually, it serves over 3 million active WordPress sites spanning freelancers, agencies, and enterprise customers.
- Ownership category
- akta.pro rank
UpdraftPlus industry classification
Industry- Product category
- WordPress Backup and Migration Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Hybrid Cloud Storage & Backup Infrastructure (HDABAMAG)
Keywords
Where UpdraftPlus is headquartered
LocationHeadquarters
- HQ city
- Newport
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
UpdraftPlus business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Freemium WordPress Plugin: A free version is available on the WordPress plugin directory providing manual and scheduled backups, remote storage options, and easy restores. This drives broad user adoption and top-of-funnel conversion to premium tiers.
- Premium Subscription: Annual subscription plans (Personal at $70/yr, Business at $95/yr, Agency at $145/yr, Enterprise at $195/yr, Gold at $399/yr) unlock advanced features including automatic backups before updates, incremental backups, direct site-to-site migration, multiple storage locations, multisite support, database encryption, anonymisation, premium developer support, and WP-CLI access. Subscriptions auto-renew annually.
- UpdraftVault Integrated Storage: Premium subscribers can store backups in UpdraftVault, the company's integrated storage solution, adding a further revenue stream alongside third-party cloud storage options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Personal — up to 2 sites, 1GB storage, $70/year |
| Subscription | Annual | Business — up to 10 sites, $95/year |
| Subscription | Annual | Agency — up to 35 sites, $145/year |
| Subscription | Annual | Enterprise — unlimited sites, $195/year |
| Subscription | Annual | Gold — unlimited sites, 50GB storage, $399/year |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
UpdraftPlus product offering
Product offeringCore offering
UpdraftPlus is a WordPress plugin that backs up, restores, and migrates WordPress sites, including multisite networks. It supports scheduled and manual backups, incremental backups, site-to-site migration, and direct storage to multiple cloud destinations (Dropbox, Google Drive, Amazon S3, OneDrive, Azure, Google Cloud, SFTP). A free version is distributed via wordpress.org; a premium subscription adds automation, encryption, multisite support, and developer-led support.
Product overview
UpdraftPlus is a single unified WordPress backup and migration plugin offered in two tiers: a free version available in the WordPress plugin directory, and a Premium paid version with advanced features. The free version covers essentials including manual and scheduled backups, remote storage options, and easy restores. UpdraftPlus Premium adds automation, reliability and support including automatic backups before updates, incremental backups, direct site-to-site migration, multiple storage location support (Dropbox, Google Drive, Amazon S3, Microsoft OneDrive, Azure, Google Cloud, SFTP), multisite support, database encryption and anonymisation, and WP-CLI access. The product is part of the TeamUpdraft plugin suite which also includes related but separate products: WP-Optimize (speed optimization), All-In-One Security (security), UpdraftCentral (centralized site management), and Burst Statistics (analytics).
Differentiator
Problem solved
Functional benefit
Brands
- UpdraftPlus: WordPress backup and migration plugin
- WP-Optimize
- All-In-One Security
- UpdraftCentral
- Burst Statistics
Products and services
- UpdraftPlus A WordPress plugin that lets site owners, freelancers, agencies, and enterprises back up, restore, and migrate WordPress sites (including multisite networks) to local or remote cloud storage destinations on a scheduled or manual basis.
- WP-Optimize A separate WordPress plugin that speeds up and optimizes websites through caching, database cleaning, and image compression, sold as part of the TeamUpdraft plugin suite.
- All-In-One Security A separate WordPress security plugin providing comprehensive protection features for WordPress sites, part of the TeamUpdraft plugin suite.
- UpdraftCentral A centralized management dashboard for controlling multiple WordPress websites, including plugins, updates, backups, users, pages and posts from a single location; bundled with the UpdraftPlus Gold tier.
- Burst Statistics A privacy-friendly analytics plugin for WordPress that delivers visitor insights without relying on cookies or external tracking that compromises user privacy.
Quantifiable outcome
- 3 million+ active WordPress installs with 136 million total downloads
- +2 more outcomes
Companies that use UpdraftPlus
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles5 records
UpdraftPlus technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature7 records
UpdraftPlus partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- DropboxcoreCloud storage integration partner. UpdraftPlus supports direct backup to Dropbox, allowing users to store WordPress backups in their Dropbox accounts as a remote storage destination.
- Google DrivecoreCloud storage integration partner. UpdraftPlus supports direct backup to Google Drive, enabling users to store and manage WordPress backups in their Google Drive accounts.
- Amazon S3coreCloud storage integration partner. UpdraftPlus supports backup to Amazon S3, providing scalable object storage for WordPress backup files.
- Microsoft OneDrivecoreCloud storage integration partner. Premium users can back up WordPress sites to Microsoft OneDrive via the UpdraftPlus plugin.
- Microsoft Azure (Blob Storage)coreCloud storage integration partner. Premium users can back up WordPress sites to Microsoft Azure Blob Storage.
- Google Cloud StoragecoreCloud storage integration partner. Premium users can back up WordPress sites to Google Cloud Storage.
- SFTP / SCPcoreRemote storage integration. Premium users can back up WordPress sites to SFTP/SCP servers, providing a self-managed remote storage option.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
UpdraftPlus competitors and assessment
Company assessmentDirect peers
- Duplicator: Duplicator is a widely used WordPress plugin for backup, clone, and migration (drag-and-drop site transfer). It shares UpdraftPlus's freemium distribution model, wordpress.org top-of-funnel positioning, and the site migration buyer persona.
- BackupBuddy (BoldGrid / GoDaddy): BackupBuddy is a premium-only WordPress backup plugin with scheduled backups, restore, and migration, historically sold by iThemes and now owned by GoDaddy's BoldGrid. It targets the same SMB, freelancer, and agency buyers of UpdraftPlus Premium and shares the same paid-license business model.
- WP Time Capsule: WP Time Capsule offers incremental WordPress backups with Google Drive integration and one-click restore, directly addressing the incremental-backup and multi-destination-storage differentiators highlighted by UpdraftPlus. It targets the same premium subscriber base.
- BlogVault: BlogVault (by Starter Group / MalCare) offers incremental, automated WordPress backups with offsite storage and one-click restore, directly overlapping UpdraftPlus's core value proposition. It caters to the same agency and SMB WordPress segment and competes for the same premium subscription dollars.
- BackWPup: BackWPup is a long-established WordPress backup plugin distributed via wordpress.org with cloud storage destinations including S3, Dropbox, and Google Drive. It competes with UpdraftPlus for the long tail of free and lower-tier paying WordPress users.
- ManageWP (GoDaddy): ManageWP is a centralized WordPress management dashboard (similar in role to UpdraftCentral) that includes backup as a feature, now part of GoDaddy. It competes with UpdraftPlus's central-management and multi-site backup capabilities for agencies and freelancers managing multiple WordPress installs.
- All-in-One WP Migration: All-in-One WP Migration is one of the most popular WordPress migration and backup plugins, distributed through the wordpress.org directory with a freemium model. It overlaps directly with UpdraftPlus on site migration and backup use cases and competes for the same long-tail WordPress install base.
Emerging players
- MainWP: MainWP is a self-hosted WordPress site management dashboard used by agencies for backups, updates, and monitoring across many client sites. It is comparable to UpdraftPlus's UpdraftCentral + Premium bundle and competes for the same agency segment.
- Solid Backups (formerly Backup by Supsystic): Solid Backups (previously Backup by Supsystic) is a freemium WordPress backup plugin supporting multiple cloud destinations and scheduled backups. It is comparable as a smaller-scale competitor in the same wordpress.org backup plugin category.
Broad incumbents
- Jetpack (Automattic): Automattic's Jetpack is a broad WordPress site management suite that includes Jetpack Backup (formerly VaultPress), the most direct head-to-head to UpdraftPlus in the WordPress backup and restore category. Comparability is very high: same plugin distribution model, same target users, native integration with WordPress.com and WooCommerce.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
UpdraftPlus social profiles
Digital presenceUpdraftPlus financial estimates
Financial estimateRevenue estimate
Valuation estimate
UpdraftPlus leadership team
Management profileNumber of profiles
UpdraftPlus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
UpdraftPlus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about UpdraftPlus
What does UpdraftPlus do?
UpdraftPlus is a WordPress plugin that backs up, restores, and migrates WordPress sites, including multisite networks. It supports scheduled and manual backups, incremental backups, site-to-site migration, and direct storage to multiple cloud destinations (Dropbox, Google Drive, Amazon S3, OneDrive, Azure, Google Cloud, SFTP). A free version is distributed via wordpress.org; a premium subscription adds automation, encryption, multisite support, and developer-led support.
Is UpdraftPlus a public or private company?
UpdraftPlus is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was UpdraftPlus founded?
UpdraftPlus was founded in 2012. It employs 1 to 10 people.
Where is UpdraftPlus based?
UpdraftPlus is headquartered in Newport, United Kingdom, in the Europe region.
How does UpdraftPlus make money?
Three revenue lines are on record. Freemium WordPress Plugin is the primary driver. The others are premium Subscription and updraftVault Integrated Storage.
Who are UpdraftPlus's main competitors?
Direct peers on record are Duplicator, BackupBuddy (BoldGrid / GoDaddy), WP Time Capsule, BlogVault, BackWPup, ManageWP (GoDaddy) and All-in-One WP Migration. Emerging players are MainWP and Solid Backups (formerly Backup by Supsystic). Jetpack (Automattic) is listed as a broad incumbent.
Does UpdraftPlus have an API?
No public API is recorded for UpdraftPlus.
What industry is UpdraftPlus in?
UpdraftPlus's product category is WordPress Backup and Migration Software. Its primary akta.pro industry code is HDABAMAG, Hybrid Cloud Storage & Backup Infrastructure. Its NAICS code is 51821 and its SIC code is 7372.